The ‘Superhumans’ are back, ahead of the 2013 Rio de Janeiro Paralympic Games, in the form of a new teaser campaign by Channel 4.
Working with in-house agency 4Creative, the new spot dares to contrast disabled villains and heroes
From darkly lit, dynamic creative featuring characters from Captain Hook to Dr Strangelove, each master criminal character having a disability, the campaign strapline reveals ‘Disabled people don’t have to play the villain’ and footage switches to stylish shots of Paralympic athletes.
Launched on 6 November, the teaser asks us to ‘Get ready to welcome the Superhumans back in the Rio 2016 Paralympic Games’ and reinforces Channel 4’s UK status as the Paralympic broadcaster.
The national TV spot was created for Channel 4 head of marketing James Walker by 4Creative’s Chris Bovill, John Allison, Jack Croft and Stacey Bird and it was helmed by Alex Boutell.
Comment
Clever or simply fortunate timing, sees the spot break while the UK is semi obsessed with villains and heroes due to the blockbuster launch of Spectre and the country’s current James Bond mania.
This is a powerful follow-up from Channel 4’s 40-strong in-house creative agency dedicated to writing and producing risky, innovative and culturally potent work across all Channel 4 brands and services
Channel 4’s original ‘Meet the Super Humans’ campaign for the 2012 the London Paralympic Games not only won awards across the globe but also genuinely helped change perceptions of disability (see case study).
Links
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4Creative Website:
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